The COVID-19 pandemic hit the real estate and construction industries like a tidal wave in early 2020. While many companies struggled to stay afloat, Brookfield Residential emerged as a case study in crisis management and innovation. This North American homebuilding leader didn’t just survive the pandemic—they found ways to evolve and strengthen their market position through thoughtful safety measures, digital innovation, and community engagement that transformed challenges into opportunities.
The Company Behind the Response: Brookfield Residential Before COVID-19
Founded over 60 years ago, Brookfield Residential had already built a reputation as a forward-thinking developer of master-planned communities across the United States and Canada. As a subsidiary of Brookfield Asset Management, the company brought financial stability and decades of experience to the pandemic challenge.
When coronavirus lockdowns began sweeping across North America, Brookfield faced what seemed like insurmountable obstacles: construction sites shuttered overnight, supply chains fractured, and traditional home-selling methods became virtually impossible. The situation demanded immediate action.
“We had to completely reimagine our business practically overnight,” recalls one regional manager. “The old playbook went out the window, but our team pulled together with remarkable speed and creativity.”
Safety First: How Brookfield Protected Workers and Communities
While many developers completely halted operations, Brookfield Residential developed comprehensive coronavirus safety protocols that allowed work to continue where regulations permitted. Their approach went beyond basic compliance, implementing measures that often exceeded local health guidelines:
Workers arriving at Brookfield construction sites encountered a dramatically different environment. Temperature checks became mandatory before anyone could enter. Personal protective equipment wasn’t optional—masks, gloves, and eye protection became as essential as hard hats. Sanitization stations appeared throughout job sites, with cleaning crews making regular rounds to disinfect high-touch surfaces.
Perhaps most challenging was the complete redesign of construction workflows. Tasks that typically required close collaboration were reconfigured to maintain physical distancing. Crew schedules were staggered to reduce density, sometimes extending workdays but keeping teams safer.
A construction supervisor in Colorado noted, “It was tough at first—construction is naturally collaborative. But once everyone adjusted to the new normal, productivity actually improved in some areas because we had to plan more carefully.”
Virtual Revolution: Transforming the Homebuying Journey
The pandemic’s most visible impact on Brookfield Residential’s operations came in how they marketed and sold homes. With traditional open houses impossible and many potential buyers unwilling to visit properties in person, the company accelerated digital initiatives that had been in development.
Brookfield’s virtual home tours became surprisingly effective sales tools. Using high-definition 3D scanning technology, they created immersive digital experiences that let buyers explore every corner of model homes from their living rooms. These weren’t simple video walkthroughs—they offered interactive features allowing viewers to measure spaces, examine finishes, and even visualize different design options.
The company paired these virtual tours with video consultation services, connecting interested buyers with sales representatives who could answer questions in real-time while guiding them through virtual showings. This personal touch helped maintain the human connection essential to major purchasing decisions.
Most impressively, Brookfield Residential revamped their entire purchasing process for the digital age. E-signature platforms and virtual closing procedures allowed transactions to proceed entirely online. Buyers could select homes, customize features, secure financing, and complete closings without ever setting foot in a sales office—a convenience many customers came to prefer even after restrictions eased.
Beyond Business: Community Support During the Crisis
While adapting their operations, Brookfield Residential recognized their responsibility extended beyond business concerns. The company launched several initiatives to support the communities where they build:
When hospitals faced critical shortages of protective equipment, Brookfield donated masks, gloves, and other supplies from their construction inventory. Their financial contributions to local food banks helped address food insecurity as unemployment surged during lockdowns.
In a particularly innovative move, some Brookfield communities partnered with local governments to provide temporary housing for healthcare workers who needed to isolate from vulnerable family members. These efforts strengthened community bonds and demonstrated the company’s commitment to being a good neighbor during difficult times.
Financial Resilience: Weathering the Economic Storm
Despite economic headwinds, Brookfield Residential demonstrated remarkable financial resilience throughout the pandemic. After an initial slowdown in spring 2020, the company experienced what many industry observers didn’t expect—a surge in demand for single-family homes.
As urban dwellers sought more space during lockdowns and remote work became normalized, Brookfield’s suburban communities became increasingly attractive. The company’s diverse portfolio across different markets helped balance regional variations in pandemic impact.
Smart supply chain management proved crucial to maintaining operations while competitors struggled with material shortages. By diversifying suppliers and strategically stockpiling essential materials early in the pandemic, Brookfield minimized construction delays that plagued the industry.
Their quarterly reports through 2020-2021 showed that digital sales channels performed beyond expectations. Online leads converted to purchases at higher rates than traditional methods, validating the company’s investment in virtual selling tools and suggesting these approaches would remain valuable post-pandemic.
Taking Care of Their Own: Employee Support and Workplace Evolution
Brookfield Residential recognized early that their most valuable asset—their workforce—faced unprecedented stresses during the pandemic. Their employee support initiatives went beyond basic safety measures:
Office staff transitioned to remote work with surprising smoothness thanks to existing technology infrastructure and collaborative tools. For those whose roles required on-site presence, flexible scheduling accommodated childcare challenges and health concerns.
The company expanded mental health resources, offering confidential counseling services and creating virtual support groups where employees could share challenges and coping strategies. Extended leave policies ensured that workers affected by COVID-19 or caring for ill family members didn’t face financial hardship.
“Looking back, I’m most proud of how we supported each other,” shared a human resources team member. “The pandemic reminded us that we’re not just colleagues—we’re a community that looks out for one another.”
Building for Tomorrow: Strategic Shifts for a Post-Pandemic World
Perhaps the most lasting impact of the coronavirus on Brookfield Residential has been the acceleration of trends that were already emerging before the pandemic. The company has incorporated these insights into their long-term strategy:
Home designs now routinely feature dedicated home office spaces and improved technology infrastructure, acknowledging that remote work will remain common. Outdoor living areas have become more elaborate, reflecting increased appreciation for private outdoor space. Flexible rooms that can serve multiple purposes—from homeschooling to exercise to entertainment—have become standard offerings.
The digital tools developed during the pandemic have become permanent fixtures in Brookfield’s marketing approach. Virtual tours complement in-person showings, giving buyers more options and extending market reach beyond local buyers.
Most significantly, Brookfield has doubled down on community resilience features in new developments. Enhanced ventilation systems, touchless technology in common areas, and community spaces designed for both gathering and distancing reflect lessons learned during the health crisis.
Lessons for an Industry Forever Changed
Brookfield Residential’s coronavirus response offers valuable insights for the entire real estate sector. Their experience demonstrates that companies willing to embrace change, invest in technology, and prioritize stakeholder wellbeing can not only survive but thrive during unprecedented challenges.
As the housing market continues evolving, Brookfield’s pandemic experience has positioned them to lead industry innovation. Their willingness to question traditional practices and adapt quickly to changing circumstances provides a blueprint for resilience that extends far beyond the immediate crisis.
For homebuyers, the legacy of these changes means more options, greater convenience, and homes designed for how we actually live today—perhaps the silver lining of an otherwise challenging chapter in residential real estate history.
